Business & Finance: Fitch Won't Save It

"You've got a very bad head condition," says the barber delicately.

"Dandruff, you mean?" says the victim in the chair.

Solemnly the barber nods, solemnly picks up a bottle. . . .

In 1892, Frederick W. Fitch was a barber in Madrid, Iowa (pop. 565). His shampoo became so popular that he quit barbering to make "Fitch's Dandruff Remover Shampoo." By last year, his company had annual sales of $11,000,000. The advertising that did the trick: "Fitch Shampoo removes every trace of dandruff on first application. . . ."

Last week, after 54 years of such advertising, the Federal Trade Commission decided that it was...

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